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A TRU store strategy underway


WAYNE, N.J. — Toys"R"Us Inc. continues to implement its strategy of integrating its Toys"R"Us and Babies"R"Us units, announcing that it will have opened 21 new stores by the end of 2011. These new stores include 11 "R" Superstores and 10 Side-by-Side locations. As part of an ongoing effort to upgrade the company's portfolio of stores nationwide, the remodeling of 23 existing locations to the Side-by-Side format is also underway and will be completed by the end of the year, the company reported. In adding 21 new stores and renovating 23 existing locations, the company said it will create more than 1,100 jobs across the country.

"Integrating Toys"R"Us and Babies"R"Us under one roof has been part of the company's strategy for the past five years and customers continue to embrace the enhanced shopping experience these stores offer," said Jerry Storch, chairman and CEO of Toys"R"Us Inc. "The Side-by-Side store format provides exceptional convenience for parents, offering a wide selection of differentiated toys and juvenile products, and allows the company to cultivate customer loyalty as their children grow and they transition from Babies"R"Us to Toys"R"Us shoppers."

Since the company began its integrated store strategy in 2006, Toys"R"Us has convertedmore than 100 traditional stores in the United States to the Side-by-Side format. In 2007, the company opened the first of its new "R" Superstores, which feature full-size Toys"R"Us and Babies"R"Us stores under one roof and are approximately 60,000 sq. ft. By the end of 2011, the company will operate 43 "R" Superstores nationwide. Further expanding on the success of the integrated store format, in 2010 the company opened its first ground-up Side-by-Side locations.

This year, Toys"R"Us, Inc. is opening new, integrated format stores in the following locations:

Birmingham, Ala.

Huntsville, Ala.

North Phoenix, Ariz.

Buena Park, Calif.

Fremont, Calif.

Indio, Calif.

Puente Hills, Calif.

West Covina, Calif.

Thornton, Colo.

Waterford Lakes, Fla.

Smyrna, Ga.

South Eglin, Ill.

Baton Rouge, La.

Northborough, Mass.

Minnetonka, Minn.

Woodbridge, N.J.

Spartanburg, S.C.

Austin, Texas

Cedar Hill Plaza, Texas

Dallas Galleria, Texas

Southlake, Texas

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